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Consumers’ Expectations Of Sales Events: How Satisfied Are Consumer With Shopping During Sales Events?

Author

Listed:
  • Dheeraj Sharma
  • Shaheen Borna
  • Jennifer P. Bott

Abstract

Past researchers have examined the influence of sales events on multitude of variables. However, there exists a gap with regards to specific examination of the influence of sales events on consumer participation in sales events and their expectations from the sales events. In this study, we examine the relationship between consumers’ participation in a given sales event and their expectations of savings from that event in North American context. Research findings indicate that only 11 sales events have a high realization rate of expected savings. Based on research findings, we proffer several recommendations for the retail managers

Suggested Citation

  • Dheeraj Sharma & Shaheen Borna & Jennifer P. Bott, 2017. "Consumers’ Expectations Of Sales Events: How Satisfied Are Consumer With Shopping During Sales Events?," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 10(1), pages 57-68.
    • Handle: RePEc:ibf:ijmmre:v:10:y:2017:i:1:p:57-68
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    References listed on IDEAS

    as
    1. Grewal, Dhruv & Marmorstein, Howard & Sharma, Arun, 1996. "Communicating Price Information through Semantic Cues: The Moderating Effects of Situation and Discount Size," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(2), pages 148-155, September.
    2. Urbany, Joel E & Bearden, William O & Weilbaker, Dan C, 1988. "The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 95-110, June.
    3. Sands, Sean & Oppewal, Harmen & Beverland, Michael, 2009. "The effects of in-store themed events on consumer store choice decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 386-395.
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    More about this item

    Keywords

    Sale Events; Consumer Participation; Expectation of Savings; Realization Rate of Expected Savings;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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